Service Management – Module 1
1:00 p.m. Monday, February 18 – 12:00 noon Wednesday, February 20

Building Extreme Customer Loyalty Through Extreme Employee Loyalty
Mary Hall
Culturewise Consulting
A service-based company will invest substantial resources into understanding their client demographics, needs, wants and what experience will meet their expectations. Understanding that Extreme Customer Loyalty requires Extreme Employee Loyalty begs the question, what are companies doing to apply the same approach, commitment and technology to understanding employee needs and expectations. Mary Hall will explore this concept with you and share a formula that’s working for companies that build a people-first culture. There was a day when culture was considered the “soft-stuff”, not anymore. Culture has become a strategic advantage for companies and the key to exceptional customer service.


Creating and Managing Cross-Functional Project Plans
Gwen Ortmeyer, Ph.D.
Independent Consultant and SSI Executive Coach

Delivering customer value in a service setting requires coordinated planning across multiple functional areas. In this session, mind-mapping is discussed as a technique to help teams organize and integrate their implementation around a defined goal: the delivery of customer value. An example (Becton Dickenson Vacutainer) is discussed, showing how the tool is used and a scorecard is presented to help teams evaluate the effectiveness of their implementation plans.

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Throughout her 20 years of business consulting, Gwen Ortmeyer has helped business teams design and execute market and business strategy. Dr. Ortmeyer is also active in the design and delivery of in-house executive learning programs in marketing, competitive strategy, market planning & implementation, and business management. She has specific domain knowledge in the marketing discipline, including such areas as branding, positioning, integrated marketing communications, pricing, retailing and market research.

She has worked with executives in many different firms including Unilever, General Electric, Seagram, Newell Rubbermaid, Amgen, AT&T, Avon, Boston Scientific, Cardinal Health, Cisco Systems, Citibank, Corning, DuPont Dow Elastomers, Gilead, Honeywell, Household International, Kimberly-Clark, Land’s End, Life Technologies, National Starch, Navistar, Norfolk & Southern, Johnson & Johnson, Bristol Myers Squibb, Eli Lilly, Praxair, PSE&G, Siemens, and Texas Instruments.

She has served as an Assistant Professor of Marketing at Columbia and Harvard Business Schools and as an Associate Professor of Business Practice at Duke University’s Fuqua School of Business. In addition she has taught in executive education programs at various business schools including Stanford, Harvard, MIT and Columbia. Dr. Ortmeyer received her B.S. from the University of California at Berkeley and her Ph.D. in Management from Stanford University’s Graduate School of Business.


Designing Service Excellence through People and Technology (Service Blueprinting)
Amy Ostrom, Ph.D.
PetSmart Chair in Services Leadership
Professor and Chair, Department of Marketing
Center for Services Leadership, W. P. Carey School of Business, ASU

Time and money are often spent revamping business processes, yet they still do not meet the needs of the firm or customers.  Why? Because the customer’s perspective is left out. Amy will describe the components of service blueprints, outline the design steps, and help you learn how to apply blueprinting to your company. Service Blueprinting:  Injects the customer’s experience and point of view; Helps address the unique challenges of delivering intangible services; Brings cross-unit and cross-functional teams together; Provides a common understanding of “what we offer”.

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Amy L. Ostrom is the PetSmart Chair in Services Leadership and Marketing Department Chair at the W. P. Carey School of Business at Arizona State University. She received her Ph.D. from Northwestern University.Her research focuses on issues related to services marketing including customers’ evaluation and adoption of services, customers’ roles in creating service outcomes, and transformative service.

Her work has appeared in a number of journals including the Journal of Marketing, the Journal of Consumer Research, and the Journal of Service Research. Ostrom, who was selected as the 2004 Arizona Professor of the Year and the 2007 ASU Parents Association Professor of the Year, has supervised numerous undergraduate Honors theses.

She has shared the service blueprinting technique with small start-ups to Fortune 500 companies to help improve their service processes and develop new service offerings.



Delivering Service Excellence and Closing the GAPS
Douglas Olsen, Ph.D.
SSI Faculty Director and Associate Professor of Marketing
W. P. Carey School of Business, ASU 

All businesses are service businesses – whether they recognize it or not. And the most successful ones have figured out how to align their marketing, operations and people strategies around the customer. Yet, most firms are not quite there, or are just beginning their services transformation. Doug will teach you a process for closing the gaps between where you are and where you want to be on your services journey through knowing what your customers expect; Designing, delivering and measuring based on customer expectations; Delivering quality service every time; Matching what you promise with what you actually do.

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Douglas Olsen, B.Sc., MBA, Ph.D. is an Associate Professor of Marketing in W. P. Carey School of Business at Arizona State University and Coordinator of the Strategic Marketing and Services Leadership Specialization. Douglas has been active in both graduate and undergraduate programs and teaches marketing strategy, research methodology and marketing communication. He has been an instructor in a broad range of executive development programs related to business strategy and service excellence. He currently serves as Faculty Director of the Strategic Service Institute, held annually at the Center for Service Leadership at ASU, and the Faculty Director of the Strategic Marketing and Services Leadership (SMSL) Specialization in the W. P.&nbps;Carey MBA Program. Over the past two decades, his dedication to teaching has been recognized with numerous awards for instructional excellence. On a pragmatic level, Douglas has been actively involved in consultation to both government and private enterprise.

Current academic work focuses on factors limiting and enhancing the success of innovation and technology commercialization, as is focused on in his recent book, The Five Laws of Innovation Success: Generating Critical Momentum for Products, Services and Ideas. His academic research has been published in journals that include: Journal of Advertising, Journal of Advertising Research, Journal of Consumer Research, Journal of Business Research, Journal of Public Policy and Marketing, Journal of Experimental Psychology: Applied, Journal of Consumer Psychology an International Journal of Research in Marketing. His research has been presented at over 30 conferences in Canada, the United States, Europe, South America and Australia.

On a personal side, Douglas is fascinated by contemporary design, and enjoys traveling, furniture making, browsing eBay for “really cool old stuff” and spending time outdoors. He may be contacted via email at douglas.olsen@asu.edu or by phone (480) 965-6157.



What Ought to Be: Building Ideal Service Experiences
Salvador Bravo
Experience Design Strategist
Cast and Hue

Designing optimal services and experiences means envisioning, designing, and building states desired by consumers and audiences. In this presentation, we will share concepts about how service designers identify the appropriate data for building optimal service experiences and a process for quickly prototyping those experiences.

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Salvador Lee Bravo is a Senior Experience Design Strategist at Cast & Hue, an Experience Design firm in Tempe, Arizona. At Cast & Hue he plays a role that is part detective, philosopher, and tinkerer. Salvador’s work focuses on understanding the consumer, their struggles and pain points, in order to build and design innovative services and experiences. He has consulted with several Fortune 500 companies and some of today’s most innovative healthcare brands.

Hearing the Voice of the Customer – Analytical Issues
Thomas Hollman, Ph.D.
Clinical Associate Professor
Department of Marketing
W. P. Carey School of Business, ASU
Presentation Description Coming Soon

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Thomas Hollmann is a Clinical Associate Professor of Marketing and a Research Faculty fellow at the Center for Services Leadership at Arizona State University. Thomas’ work experience spans four countries and over 10 years in Fortune 100 companies, including Black & Decker, Xerox, and as an executive at Sun Life Financial. His research interests include Services Science, with a focus on B2B, service analytics, and Relationship Marketing, with a particular interest in relationship outcomes (profitability, customer equity, defection, retention, satisfaction, etc.). His research has appeared in the Journal of the Academy of Marketing Science, the Journal of Business and Industrial Marketing and several leading marketing and services conferences. He has received research grants and awards from the Center for Innovation Management Studies, Xerox, IBM, and the Center for Services Leadership. Thomas has consulted with a range of Fortune 500 firms and he received awards for his teaching at Arizona State University and at NC State. Thomas earned a Ph.D. in Marketing from Arizona State University.



Implementing Best Practices in Service Recovery
Kate Eaton, Ph.D.
Clinical Assistant Professor
W. P. Carey School of Business

In all service contexts – whether customer service, consumer services, or business-to-business services – service failure is inevitable. Failure is inevitable for the best of firms with the best of intentions, even for those with world-class service systems. Research has shown that resolving customer problems effectively has a strong impact on customer satisfaction, loyalty, word-of-mouth communication, and bottom-line performance. Excellent service recovery is really a combination of a variety of strategies, which generally fall into two general types that will be examined in this session. One type includes the actions taken by the firm to restore the relationship with the customer – that is, to “fix the customer.” The second type is the actions taken to correct the problem and, ideally, to prevent it from recurring – that is, to “fix the problem.”

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Kathryn Karnos Eaton (Kate) is a Clinical Assistant Professor at Arizona State University. She graduated with a Ph.D. in Business Administration, Marketing in the W. P. Carey School of Business in 2012. She also received undergraduate degrees in Finance and Management, with an International Business Certificate, from the W.P. Carey School of Business. Kate’s research interests include healthcare innovation, product and service design, and transformative services research. Before returning to teaching, Kate served as Principal Strategist for Obesity Solutions under a joint appointment with Arizona State University and Mayo Clinic. In this role she studied the efficacy of health messaging, education, and interventions.

Wolfgang Ulaga is AT&T Professor of Services Leadership & Co-Executive Director, Center for Services Leadership at the W.P. Carey Business School, Arizona State University. He works with business-to-business firms, executives and students around the globe on improving their competencies and skills in Marketing and Sales of B2B Products and Services. His executive education and teaching activities focus on how to create value for (and with) B2B customers, capture value through better pricing, compete through service excellence and create outstanding customer experiences in professional services and industrial goods markets. Over the past 20 years, he has consulted with companies in diverse industries and designed and delivered customized executive programs for corporations in services markets such as energy, global logistics, recycling and waste treatment, retailing, or telecommunications and in industrial goods markets such as aerospace, capital equipment, cables, chemicals, industrial gases, or medical devices.

Wolfgang’s research focuses on how companies compete through value-based differentiation and pricing in B2B markets (understanding, creating & delivering value for customers). In B2B services, he investigates how companies implement service-growth strategies, manage the change from a product-centric to a service-savvy sales force, design B2B service portfolios, capture more value through better pricing of services, and develop new service business models in emerging and mature markets.

His research has been published in leading academic and managerial publications including Harvard Business Review, Journal of Marketing, Journal of the Academy of Marketing Science (JAMS); Journal of Service Research, Journal of Business Research, Industrial Marketing Management, among others. Wolfgang has cases at on service-based strategies for B2B firms, such as GE Healthcare India, Michelin Fleet Solutions and Châteauform. He has also co-authored a book on Service Business Models.

Wolfgang has won numerous awards, e.g. the 2010 HEC Paris Best Teacher of the Year Award, the 2011 American Marketing Association’s (AMA) Winter Educator’s Conference Overall Best Paper Award, and the 2015 Annual Award for The Case Center’s globally best-selling case in Marketing.

Prior to joining ASU, he was on the full-time faculties at IMD Lausanne, HEC School of Management Paris, ESCP-EAP Paris, EDHEC Lille, and the University of Notre Dame, Indiana (Visiting Professor). Before starting his career in academia, he worked in Frankfurt and Paris as a consultant for DML & Associés, an international management consulting firm.
Wolfgang holds a PhD from the University of Paris 1, Pantheon-Sorbonne and defended his Habilitation Thesis (HDR) at the University of Paris Dauphine.

Advanced Service Leadership – Module 2
1:00 p.m. Wednesday, February 20 – 12:00 noon Friday February 22

Innovation in Service Centric Organizations
Thomas Hollman, Ph.D.
Clinical Associate Professor
Department of Marketing
W. P. Carey School of Business, ASU

This session explores the fundamental challenges and tools for improving existing services or launching new ones. We will start with an understanding of how service innovation differs from the well-established model for developing physical goods. We will then discuss what the pros and cons are of deviating from that baseline and whether following your “service instincts” is always beneficial for developing services. We will introduce a hands-on tool that you can use for your own organization to establish what the optimal service design process is and how implementing this process will affect your bottom line. Finally, we will discuss a number of additional tools for service innovation.

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Thomas Hollmann is a Clinical Associate Professor of Marketing and a Research Faculty fellow at the Center for Services Leadership at Arizona State University. Thomas’ work experience spans four countries and over 10 years in Fortune 100 companies, including Black & Decker, Xerox, and as an executive at Sun Life Financial. His research interests include Services Science, with a focus on B2B, service analytics, and Relationship Marketing, with a particular interest in relationship outcomes (profitability, customer equity, defection, retention, satisfaction, etc.). His research has appeared in the Journal of the Academy of Marketing Science, the Journal of Business and Industrial Marketing and several leading marketing and services conferences. He has received research grants and awards from the Center for Innovation Management Studies, Xerox, IBM, and the Center for Services Leadership. Thomas has consulted with a range of Fortune 500 firms and he received awards for his teaching at Arizona State University and at NC State. Thomas earned a Ph.D. in Marketing from Arizona State University.


Change Management for Service Organizations
Douglas Olsen, Ph.D.
SSI Faculty Director and Associate Professor of Marketing
W. P. Carey School of Business, ASU
This session will focus on key variables essential for change to be successful. Based largely on the presenter’s research and his book (The 5 Laws of Innovation Success), this session focuses on creating a product with a strong core value proposition, destabilizing the existing options/competition and reducing fear and uncertainty surrounding the new alternatives. Examination of change specific to a service organization will be provided, with emphasis placed on not just changing the views of the customer, but also focusing on how to get this change to occur within the organization (i.e., get internal buy-in to proposed programs).

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Douglas Olsen, B.Sc., MBA, Ph.D. is an Associate Professor of Marketing in W. P. Carey School of Business at Arizona State University and Coordinator of the Strategic Marketing and Services Leadership Specialization. Douglas has been active in both graduate and undergraduate programs and teaches marketing strategy, research methodology and marketing communication. He has been an instructor in a broad range of executive development programs related to business strategy and service excellence. He currently serves as Faculty Director of the Strategic Service Institute, held annually at the Center for Service Leadership at ASU, and the Faculty Director of the Strategic Marketing and Services Leadership (SMSL) Specialization in the W. P.&nbps;Carey MBA Program. Over the past two decades, his dedication to teaching has been recognized with numerous awards for instructional excellence. On a pragmatic level, Douglas has been actively involved in consultation to both government and private enterprise.

Current academic work focuses on factors limiting and enhancing the success of innovation and technology commercialization, as is focused on in his recent book, The Five Laws of Innovation Success: Generating Critical Momentum for Products, Services and Ideas. His academic research has been published in journals that include: Journal of Advertising, Journal of Advertising Research, Journal of Consumer Research, Journal of Business Research, Journal of Public Policy and Marketing, Journal of Experimental Psychology: Applied, Journal of Consumer Psychology an International Journal of Research in Marketing. His research has been presented at over 30 conferences in Canada, the United States, Europe, South America and Australia.

On a personal side, Douglas is fascinated by contemporary design, and enjoys traveling, furniture making, browsing eBay for “really cool old stuff” and spending time outdoors. He may be contacted via email at douglas.olsen@asu.edu or by phone (480) 965-6157.


Leading Service Change Initiatives
Gwen Ortmeyer, Ph.D.
Independent Consultant and SSI Executive Coach

Presentation Description Coming Soon

 

View Biography

Throughout her 20 years of business consulting, Gwen Ortmeyer has helped business teams design and execute market and business strategy. Dr. Ortmeyer is also active in the design and delivery of in-house executive learning programs in marketing, competitive strategy, market planning & implementation, and business management. She has specific domain knowledge in the marketing discipline, including such areas as branding, positioning, integrated marketing communications, pricing, retailing and market research.

She has worked with executives in many different firms including Unilever, General Electric, Seagram, Newell Rubbermaid, Amgen, AT&T, Avon, Boston Scientific, Cardinal Health, Cisco Systems, Citibank, Corning, DuPont Dow Elastomers, Gilead, Honeywell, Household International, Kimberly-Clark, Land’s End, Life Technologies, National Starch, Navistar, Norfolk & Southern, Johnson & Johnson, Bristol Myers Squibb, Eli Lilly, Praxair, PSE&G, Siemens, and Texas Instruments.

She has served as an Assistant Professor of Marketing at Columbia and Harvard Business Schools and as an Associate Professor of Business Practice at Duke University’s Fuqua School of Business. In addition she has taught in executive education programs at various business schools including Stanford, Harvard, MIT and Columbia. Dr. Ortmeyer received her B.S. from the University of California at Berkeley and her Ph.D. in Management from Stanford University’s Graduate School of Business.


The Role of Service in Customer Experience Transformation
Richard Owen
CEO
Owencx

Customer Experience, and in particular NPS, has become a competitive focus for the majority of enterprises, yet results are often elusive and genuine business transformation rare. Service execution and strategy are critical elements of driving CX strategy, but often disconnected from broad corporate CX strategy. How do we connect customer service, customer success and customer experience to actually drive results? Learn from 15 years of customer experience program execution to understand how to join the dots and compete through CX.

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Richard Owen is the founder and CEO of the OWEN CX Group, an organization with the singular purpose of helping corporations achieve success with their customer experience programs. OWEN CX Group is re-imagining how the art and science of NPS can be brought together to transform business.

Richard has enjoyed a 30 year career centered around the use of technology to transform business operations. As an executive at Dell Computer Corporation, he oversaw the re-engineering of the companies supply chain operations, the growth of Dell’s consumer business in Japan and, as VP of Online, the scaling of the world’s largest electronic commerce business of the 1990s. He has led two software companies to successful exits, with AvantGo (mobile enterprise software) achieving a public listing on the Nasdaq and Satmetrix, the cloud software co-creator of NPS, sold to NICE Systems. Richard has held several board positions in both public and private companies and has served on compensation, audit and special board committees.

He is one of the best known thought leaders in the Customer Experience industry. While CEO at Satmetrix, his team led the development of the Net Promote Score methodology with Fred Reichheld, which created the most widely used approach to measuring customer experience in the world. Together with Dr Laura Brooks he co-authored “Answering the ultimate question” which quickly became the “how to” guide for NPS practitioners.

Richard launched netpromoter.com which was supported by over 20,000 subscribers; the NPS Certification program with over 6,000 companies taking part and a conference series that ran for 10 years and 20 conferences.
An active venture investor, he most recently joined the board of M-Survey, an innovative pioneer in customer data based in Nairobi, Kenya. Having lived in Japan, the UK and the USA, he is a true international business thinker and Africa is a new and exciting passion for him.

Richard holds an undergraduate degree in Mathematics and Economics from the University of Nottingham, England, and an MBA From the MIT Sloan School of Management. He lives with his wife Susan and son Alex in the Bay Area, California and in London, England.


What Will Happen Next? Technology will Create More and Better Services in More Places at Better Prices…Expect New Winners and Losers
R. Gary Bridge, Ph.D.
Managing Director, Snow Creek Advisors, LLC
Formerly SVP and Global Lead, Cisco Systems, Inc.

Digitization (“computerization”), the fifth wave of the Industrial Revolution, is changing every sector of business, creating vast new opportunities and wealth, while simultaneously displacing some workers and companies. This session: Identifies the emerging technologies that promise the most productivity gains for service companies; Shows how technology enables service personalization and increases profits; Illustrates how location awareness technology changes service delivery; Describes how data analytics – “Big Data” – increases efficiency and effectiveness, creates new services, and enables new business models (for instance, product companies becoming service companies); Explains how the “Internet of Things” will be far bigger than the internet we know today; Identifies the industries where incumbents are most vulnerable to new entrants’ innovations and why the attackers win about 90% of the time; Describes the three phases of innovation, highlights the points where failures most often occur, and illustrates how successful companies create a culture of innovation; Recommends 25 things you can do immediately to
embed technology in your operations.

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Gary Bridge came to the business world via Academe. While teaching social and organizational psychology at Columbia University, Bridge started a consulting practice that helped technology companies navigate risky strategic decisions. IBM acquired this company during Big Blue’s historic turnaround, which was marked by a strategic shift from mainly products to mainly services. As a Corporate Vice President, Bridge’s management portfolio included worldwide market intelligence and economics, marketing management, brand strategy, licensing, global customer information, and customer relationship management systems.

After IBM, Bridge helped inventor Dean Kamen launch the Segway self-balancing transporter, a totally fun but ultimately unprofitable venture. As SVP/Chief Marketing Officer, Bridge designed the launch strategy and roll out campaign, which won two Silver Anvil Awards.

Most recently, Bridge served nine years as Senior Vice President and Global Lead of Cisco System’s strategic consulting arm, the Internet Business Solutions Group. IBSG’s 200+ consultants operated at the intersection of competitive strategy, advanced technology, and process re-engineering to accelerate growth and increase productivity in the world’s largest enterprises and governments.

Bridge’s work with multinational companies continues through Snow Creek Advisors, and his current engagements focus on accelerating innovation and aligning strategy with a rapidly changing business environment. His research interests involve data analytics or what is often called “big data” technology. He is the lead investor in NeuralEye, a facial recognition startup that specializes in identifying very low quality probe images.

Educated at the University of California, Los Angeles (UCLA), Bridge holds degrees in Economics (BA) and Experimental Social Psychology (MA, Ph.D.) and did additional work in Statistics and Engineering Psychology. Dr. Bridge has been associated with a number of US think tanks, including the RAND Corporation, Battelle, and the Defense Advanced Research Projects Agency (DARPA).



Detra MontoyaLeveraging Technology and Brand Reputation to Move from Products to Services
Detra Montoya, Ph.D.
Clinical Associate Professor of Marketing
W. P. Carey School of Business

This session will focus on how established brands can successfully extend into new market segments.  Specifically, we will consider how brands assess marketplace opportunities and changing consumer needs, market segmentation, and brand positioning strategies.  We will examine the unique example of how a strong consumer brand, Tide, successfully extended into the dry cleaning service industry with Tide Dry Cleaning.  Not all brand extensions are successful, but in the case of Tide Dry Cleaning, marketers were able to build upon important brand attributes while integrating technology to create a better customer experience. By the end of this session, participants should be able to 1) understand how brands can incorporate consumer research to develop an entirely new service offering, 2) identify under which conditions a brand can extend a product into the service industry, and 3) understand how technology can enable a brand to provide a more comprehensive service experience and promote growth into a new segment. 

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Detra Y. Montoya is a Clinical Associate Professor of Marketing in W. P. Carey School of Business at Arizona State University. She has a B.S. degree from the University of Arizona, and M.B.A. and Ph.D from Arizona State University. Prior to receiving her Ph.D., she held numerous positions in Procter & Gamble’s Customer Business Development and Multicultural Business Development organizations.Dr. Montoya’s research interests include multicultural consumer behavior and retail display effects on product choice. Her research has been published in the Journal of Public Policy & Marketing, Journal of Business Research, European Retail Digest, and America’s Pharmacist. She is co-author of a textbook, Business Consulting in a Multicultural America. She has received research grants from the University of Washington Institute of Ethnic Studies in the United States, State Farm Insurance, and the Michael G. Foster School of Business Consulting and Business Development Center to conduct research on multicultural consumer behavior.

Dr. Montoya serves as the Faculty Director of the W. P. Carey School of Business Professional Sales Program, and she is the former Faculty Director for the Master of Science in Management program. She won the 2016 Huizingh Outstanding Service to Undergraduate Students Award. Dr. Montoya serves as Course Lead for the W. P. Carey Center for Services Leadership Executive online programs. She specializes in teaching student consulting courses to assist small/medium-sized businesses with branding strategies. Dr. Montoya is a 2012 fellow of the National Hispana Leadership Institute’s Executive Leadership Program.



Creating Thumb-Stopping Stories Your Customers Can’t Help but Share
Jordan Haugan, MBA
Director of Business Development
August United

We live in a noisy world. AdBlock usage is at an all-time high. Advertisements are annoying, obtrusive, and irrelevant to our daily lives. To put it bluntly, society as a whole is categorically rejecting ads and traditional marketing tactics aren’t cutting it anymore. People want to be engaged. In this fragmented world, how do we break through the noise and ensure the right message reaches the right people and engages them in a powerful way? This session will challenge you to see your organization’s Right to Win in a new light. Moreover, we will explore effective digital marketing strategies to ensure your Right to Win breaks through the noise, fosters real engagement with hard-to-reach audiences, and creates real value to your organization’s bottom line.

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Jordan Haugan is the Director of Business Development at August United, an Influencer Marketing Agency based in Tempe, AZ. He is a proud “double devil” having earned both his undergraduate (BS, Marketing) and graduate degrees (MBA) at the W.P. Carey School of Business. Jordan is passionate about ridding the world of boring marketing, helping brand leaders inspire the people they serve, and mentoring the next generation of start-ups and leaders in the community.Jordan has extensive experience developing digital marketing strategies for clients across the board, including: Kroger, PetSmart, Henkel, See’s Candies, Duraflame, Fry’s Food Stores, Ralphs, Fox Restaurant Concepts, Children International, United Way, Cochlear, VSP, KJZZ/NPR, PBS, Arizona State University, Tempe Tourism, Desert Botanical Garden, Alliance Residential, The Wolff Company, and many more clients who dare to be awesome.


The Branded Service Experience
Nancy J. Gray, Ph.D.
Clinical Assistant Professor, Department of Marketing
W. P. Carey School of Business, ASU
Presentation Description and Bio Coming Soon

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Dr. Nancy J. Gray is a professor in the Department of Marketing, W. P. Carey School of Business and the founder and principal of GrayMatter Creative. Nancy received her PhD in Design, Environment, and the Arts from the Herberger Institute, Arizona State University. Nancy received her Master of Science in Design Degree (Industrial Design) from Arizona State University and Bachelor of Arts Degree from Valparaiso University.Nancy’s professional background in marketing communications, branding, and design complement her teaching and research initiatives. Working for large organizations before establishing her own firm gives Nancy a perspective of what is necessary to succeed in both established and entrepreneurial environments. Her client base includes firms in the pharmaceutical, biotechnology, and information technology fields as well as many consumer product and service brands. For Nancy design and marketing is a strategic profession – blending business knowledge, technology, aesthetics, and creativity into product and service experiences that benefit people, society, the planet, as well as brands and their stakeholders.

As an educator, Nancy works to shift from a lecture-centered environment to a learning-centered environment that fosters experimentation and the development of a student’s creative potential. Adopting this methodology means moving from being simply a knowledge provider to someone who establishes first-hand opportunities for students to develop marketing strategies for “live” initiatives with national and international brands.

Nancy’s research includes mixed-method investigations of the phenomenon of people who are disequilibrating the command economy through their creative and co-creative actions. Finding indicate that, beyond utilitarian goals, people are motivated by the sense of meaning and happiness their creative activities provide them. Nancy encourages designers and organizations to apply this understanding in building equitable relationships with customers. This effort is warranted considering the potential for creating-customers to contribute to new product innovation, firm profitability, and to simply making the world a better and more interesting place.


Credibility: Why Should Anyone Follow You?
Suzanne Peterson, Ph.D.
Associate Professor
Thunderbird School of Global Management, a Unit of the ASU Knowledge Enterprise

Leading by example is an easy thing to say but hard to do in everyday leadership. In this session, we ask and answer the question, “Why should anyone follow you?” We will discuss how the best leaders in any context display their character to others and unveil their competence while remaining humble. Expect to come away with a better understanding of how to recognize common leadership situations as opportunities to display credibility to constantly prove to others that we are worthy of their followership.

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Dr. Suzanne Peterson is the newest full-time member of the Thunderbird Faculty. As an Associate Professor of Leadership she is squarely focused on bringing her leadership expertise and content to Thunderbird’s executive education clients. She has previously served as Faculty Director of Executive Education at Arizona State University’s W. P. Carey School of Business where she served as a liaison between industry and academia. Although she advises senior executives in a variety of industry sectors, the majority of her time has been spent on Wall Street and other Financial Services Firms. She has advised leaders in firms such as J.P. Morgan Chase, Morgan Stanley, Societe Generale, Fidelity, and Bank of America Merrill Lynch, as well as Blue Cross Blue Shield, Avnet, McDonalds, State Farm, and Microsoft to name a few.

Her consulting and coaching leverages the theory that excellence in leadership consists of routines and behaviors that can easily be taught. Emphasizing leadership style, effective communication, and relationship building as keys to leadership success, she works with leaders to provide them the tools to deliver excellent business results while concurrently inspiring exceptional levels of loyalty and followership. She is a sought after speaker, and winner of multiple teaching awards, research awards and grants.

Functionally, she has extensive experience working with leadership in the C-Suite. Given her interest and experience in leadership development and talent assessment, she also has worked closely with the human resources function to ensure excellence in design and ROI of leadership development initiatives.

Her long-standing tenure with Arizona State University makes her ideally poised to leverage Thunderbird’s vast executive education experience and expert faculty with the diverse and multi-faced strengths within the larger ASU community.